TARGET AUDIENCE

ABC1, 16-24, Socially conscious, change-makers. 

ACTIVISTS:

//Passionate about inequality and social change. 

//Taking to the streets and social media to protest, campaign, squat and sit-in in a peaceful way.

//Often left-winged, liberal, for the greater good.

//Especially relevant in 2020 with the BLM movement and political conflicts over the governmental decisions behind Covid-19.

//They are aspirational and admired for their dedication to their cause, often including activism around feminism, racism, homophobia, Xenophobia, human rights and environmental law change.

URBAN ARTISTS:

//Urban arts and music and fashion influences are extremely persuasive across youth culture.

//Often an evolving genre of style.

//Open to change and moving forward.

CREATIVES:

//imaginative, tech-savvy, self-starters that bring culture to life.

//They are often starting their own companies, starting new indie brands and movements to promote themselves and their causes.

//They aspire to 'make it' in their industry and actively influence culture in their area.

//Used to be more focused in London but have expanded into main cities across the UK.

SCENESTERS:

//Almost a replacement of Hipsters in Millennial culture with a more socially-concious edge.

//Encapsulates what has been lost from hipster culture as it falls into the mainstream.

//Set themselves apart by creating new trends by co-opting fashion and music from across all areas of cultured blending it with their own individual attitudes.

//They move quickly through youth culture, moving onto what's 'next' before it becomes 'now'.